Indian Consumers Eager to Embrace Online Shopping This Festive Season, a Top Choice

Consumers across India are showing strong enthusiasm for online shopping this festive season, with 81% indicating a robust intent to shop, according to a study by Nielsen Media India conducted on behalf of Amazon India. Trust in online shopping is high, with 78% of respondents expressing confidence in the digital shopping experience, and half of them planning to increase their online spending compared to the previous festive period.

The key drivers behind this surge in online shopping include the desire for a wide selection of products, competitive pricing, and the convenience of easy returns and exchanges. emerges as the preferred online shopping destination for 68% of consumers, with almost half of them naming it as the most trusted and loved online brand for festive shopping. A significant 75% of consumers appreciate the platform for its extensive range of products and brands.

Manish Tiwary, Country Manager India Consumer Business, Amazon India, expressed excitement about consumers’ willingness to spend more online during the festive season. He emphasized the marketplace’s commitment to providing a seamless shopping experience, incredible value, a vast selection of domestic and international brands, and unmatched convenience.

The study highlights that both consumers in metropolitan areas (87%) and tier-2 cities (86%) are inclined to shop online this festive period. Over 77% of consumers find that online festive shopping events enhance the convenience of their shopping experience, offering faster delivery options. Electronic items are particularly sought after during these events, with 70% of consumers waiting for attractive offers and new brand launches.

From gadgets to large appliances, is the top choice for consumers across categories such as Large Appliances (51%), Mobiles/Smartphones (44%), and Consumer Electronics (43%). Large appliances are especially popular during online festive shopping events, with 76% of consumers waiting for them. Similarly, 76% of consumers await online festive shopping events to purchase smartphones, with many interested in the INR 10k-20k price range and 5G features.

Fashion and beauty categories also see strong preferences on, with 38% of consumers favoring the platform for Apparel, Footwear & Fashion Accessories and 35% for Beauty products. Approximately 80% of consumers appreciate online festive shopping events for providing access to trendy brands and products in these categories, with Gen-Z leading the preference. Consumers also find value in features like virtual try-on, sizing charts, and “shop the look” prompts, which enhance the shopping experience.

In the grocery sector, is the preferred brand for 41% of consumers, meeting their needs for quality grocery and everyday essentials. A significant 75% of consumers appreciate the convenience of online shopping events, offering high-quality grocery products and efficient delivery slots.

Digital payment methods are on the rise, with 42% of respondents favoring UPI for online festive shopping. Additionally, 57% of consumers prefer UPI for earning rewards and cashback, especially during the festive season.

In summary, Indian consumers are gearing up for a vibrant and enthusiastic online shopping spree this festive season, with emerging as their go-to platform for a wide range of products and a seamless shopping experience.